Client Case Study | GreenRoad Technologies

Industry: Transportation, Technology

Location: Austin, Texas - Tel Aviv, Israel

Funding: $98.9 million

Redefining a Seasoned Transportation Tech Brand for the New Digital Era

The transportation industry is under intense pressure to improve the safety and efficiency of its truck, bus and coach, and other professional drivers. At the same time, driving technology is undergoing a slow and measured transition toward more automation and less reliance on the humans behind the wheel.

GreenRoad is a well-established provider of transportation technology that coaches drivers toward safer and more efficient driving behaviors in real time. When the company came to Dreamtown, they were in the midst of a transition on two fronts: 1) adding a mobile app to complement their in-vehicle driver coaching technology, and 2) providing an API that would enable companies in the autonomous vehicle space to benefit from GreenRoad’s decades of driving data.

This meant creating a new brand identity and narrative and sharing that new vision with GreenRoad’s target audiences.

Website

GreenRoad’s existing website was dated in appearance and heavily focused on the old narrative of in-vehicle, hard-wired driver coaching technology. Dreamtown reworked the website to weave in the bigger picture of driver safety and efficiency and how it could not only save companies money but save drivers’ lives. Included with the all-new design we produced new product screenshots, and a smarter lead gen funnel that presented customers with every feature of the software without being overwhelming. We also created a subsection of the site where prospective partners could learn about the company’s data and how it could be useful in helping build the autonomous driving future.

Bylined Articles / Executive Ghost Writing

To help build GreenRoad’s presence as a thought leader, Dreamtown interviewed GreenRoad executives to develop abstracts for bylined articles, which were then pitched to media by the company’s PR agency. We then developed the abstracts into fleshed-out articles that shared the company’s perspective without being overtly sales or product driven.

Help Center

GreenRoad’s customer-facing Help Center needed a complete content update. Dreamtown managed the project from discovery with the company’s subject matter experts, to wireframes and content architecture, copywriting, video tutorial creation, and finally development and implementation.

Blogs & Ebooks

Dreamtown fully managed GreenRoad’s content creation from soup to nuts. We started by creating a list of topic ideas that would be of interest to the company’s audiences. Then we interviewed GreenRoad executives to get their take, conducted outside research, and put together blog posts and ebooks that established GreenRoad as an innovative thinker and helpful resource for the transportation industry.

Explainer Videos

Dreamtown helped GreenRoad educate and engage its customer base with videos ranging from product explainers to product tutorials and customer interviews.

Infographics & Digital Design

GreenRoad needed creative ways to engage and educate their audience online. Dreamtown created infographics that helped the company bring new visitors to its site, along with other digital promotional graphics to drive interest on social media.

Convention Booth

Part of GreenRoad’s on-the-ground strategy involved visiting trade shows to meet with transportation tech buyers in person. Dreamtown designed the company’s booths and collateral and created a looping video that served as the backdrop for conversations with prospects.

Signage

To keep customers engaged and build support for GreenRoad among the end users (drivers), GreenRoad installed signage within its customers’ depots and break rooms. Dreamtown created a variety of signs and designs to announce new product capabilities and keep drivers informed and engaged.

Results: GreenRoad Reaches New Audiences, Redefines Place in the Industry

Working with Dreamtown, GreenRoad was able to redefine its brand for the new era of digitally driven transportation safety. The company reached new audiences in the United States and abroad, strengthened relationships with investors, upsold existing customers on its newly refreshed product line, improved customer service and support with better self-serve help content, and was able to re-stake its claim as an industry leader.

"We needed to lean on Dreamtown not only for production but also strategy. They understood exactly what we needed and how to make it happen."

Andi N. | Civitas

"Dreamtown did a fantastic job capturing client video testimonials for us! They were great to work with - very personable, made the clients feel at ease, and coaxed good soundbites out of them for the clips... I would definitely hire them again!"

Meghan S. | Mass Relevance

"We came to Dreamtown needing our website rewritten and redesigned on a quick timeline, and their team was responsive and professional every step of the way. They took and integrated feedback well and delivered a great product on time and on budget. We have also worked with Dreamtown on content creation for our blog, and are reliably impressed with their ability to turn data into engaging stories that are consistent with our brand message and voice. I highly recommend Dreamtown for any digital content creation needs!"

Monica L. | StoryFit

"I’ve worked with Dreamtown on a few projects over the years and they are constantly surprising me with new and innovative ways to present and communicate our value proposition, purpose and vision. Through an innovative mix of web design, content creation and collaborative team work Dreamtown always delivers the most compelling bylines, innovative design and ongoing support for content creation across all of our mediums."

David R. | GreenRoad

"Dreamtown Creative has been the best investment we have made to drive results. We brought Dreamtown on to augment our content creation and have gotten so much more! They manage our content strategy, interview stakeholders and develop thought leadership content that helps our team focus on marketing strategy and execution. They are the perfect partners to our business."

Dawn L. | Lenovo

"I had the pleasure of working with Dreamtown at four different companies over the years. They always came on board and created some amazing content. I would highly recommend them."

Javier C. | Hostway

"First time we worked together, Dreamtown came up with several on-target creative concepts under significant deadline pressure. They're creative, deliberate in strategy and focused on results. They know that online content is king and understand how to pull leads into the pipeline."

Amy W. | Wick Marketing

"Brent is a swiss army knife of media and technology. His strengths in front end development, cinematography, editing, R&D, copywriting, and design work are unmatched. He is a true professional that is always eager to collaborate and help others. I can't recommend him enough."

Randall T. | Region XIII

"Dreamtown is a dream to work with! We have been working with Dreamtown for over 2 years and their strategic thinking, planning, and delivery have helped Liquid Web launch successful campaigns. They provide knowledge, experience, and valuable insights into all of our projects. They are an extension of our team and are such a pleasure to work with."

Mayra P. | Liquid Web

"Dreamtown turned around our marketing efforts and began pushing our customer acquisition in the right direction. They bring immense understanding of all things technology, enabling a quick onboarding and an even quicker impact to our marketing goals. They focus on completing the holistic journey of customer acquisition to customer engagement, even helping us create a seamless new customer experience. In a world where content is king, Dreamtown is writing the rule book. Brent and Amanda developed beautiful product videos, online tutorials and themed social media campaigns to push engagement and drive product adoption. We wouldn’t be where we are today without the awesome help of Dreamtown."

Eric S. | Patchr.io

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